Imex Ceramic UK acquires Puraflow and Puracast

BathroomsNews Fri 25th Mar 2022 by KBBFocus

Imex Ceramic UK acquires Puraflow and Puracast

Imex Ceramic UK acquires Puraflow and Puracast

Imex Ceramic UK has announced that it has acquired the Puraflow and Puracast product collections from Pura Bathrooms Limited.

As of 1 May 2022, all products under the Puraflow and Puracast brands - which primarily offer bathroom brassware and reinforced baths respectively - will be available to buy exclusively via Imex Ceramic UK.

James Wood, retail sales director at Imex Ceramic UK, explained that a desire to provide a "complete offering" to customers drove the acquisition.

Wood explains: "We have had a fantastic response to our Imex UK product collection, following feedback from our partners there is a huge demand for Imex to provide a complete offering. Our global strategy is to also become a complete bathroom solution to our customers.

"As our Imex products were previously distributed by Pura Bathrooms in the UK and share in most instances the same range names, coupled with the commercial understanding of their Puracast Baths and Brassware sales, made this decision of acquisition very easy. The brassware is already seeing good growth within the UK and will see an increase in customer support aswell as product development from our own Imex UK team".

Further developing Imex Ceramic UK's brassware and bath offering, there's currently no intention to change existing product codes or range names of the Puraflow and Puracast brands. Imex UK partners will simply need to change their supplier to Imex Ceramic UK Limited as of 1 May.

Says Wood: "Over the next few months, we will be renewing the packaging and branding of all the new products, these will throughout the year gradually all become Imex branded products. We plan to increase the offering to ensure we are at the forefront of product innovation and deliver the products our customers are looking to support".

Tags: bathrooms, news, imex ceramic, pura bathrooms, puracast

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